Jane Fonda Developing Lifestyle Brand with Evine

Courtesy of Subject

The brand will feature activewears, sophisticated athleisure options, health and nutrition products and fitness equipment.

Jane Fonda is getting back to her fitness roots.

The Oscar-winner and exercise guru is partnering with the multiplatform and video commerce retailer, Evine, to develop a lifestyle brand geared toward women over 50.

As part of the launch of her new brand, Fonda will make appearances on the network throughout 2019. The brand will feature activewear, sophisticated athleisure options, health and nutrition products and fitness equipment. Evine also plans to partner with retailers to distribute the brand.

“I have a life-long passion for fitness and health, not just because I look better when I take care of myself but because it makes me feel better and think better,” said the actress in a statement.

“I am excited about partnering with Evine because their strong marketing platform will allow me to bring my fitness knowledge and creative ideas to a market that is lacking strong offerings for women over 50,” Fonda said. She added: “We are, after all, the fastest demographic in the world.”

According to WWD, this marks the first clothing line for the Book Club star and she will be involved throughout the entire production process. A release date for the brand has yet to be determined. 

Fonda will reprise her role as Grace Hanson a retired cosmetics mogul, on the fifth season of Grace and Frankie, which premieres in January 2019 on Netflix.